MCM

Nov 2023

For the MCM Holiday 2023 ad campaign, the brand leans into a sophisticated yet playful aesthetic that reinterprets luxury through a lens of graphic minimalism. By emphasizing the interplay of tactile textures—ranging from rich monogrammed leather to vibrant, flowing satin ribbons—the visuals transform classic accessories into the centerpieces of a modern festive narrative. The campaign captures a series of editorial portraits that utilize studio strobe lighting to ensure a crisp, high-end commercial polish, while the composition remains sharply focused on clean lines and bold silhouettes. Creative collaboration is central to this visual identity, featuring elevated art direction from Susie Kim and the expert eye of photographer Sarah Blais. Stylist Monika Tatalovic introduces a dynamic sense of movement through the use of voluminous silk sleeves and draped bows, which harmonize against the architectural clarity established by set designer Eleonora Succi. The result is a series of images that move beyond traditional product photography, utilizing gravity-defying poses and unconventional embellishments to frame the bags as artistic objects. Production by North Six anchors the project, allowing models Michelle Laff and Zhuo Chen to command the frame with a direct, composed gaze. Ultimately, this body of work successfully balances the heritage of the MCM monogram with a fresh, contemporary energy that feels both highly curated and joyfully festive for the holiday season.

Editorial, Commercial

Studio strobe

Bags & Accessories, Fashion